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[2018] Frenchman’s Reef Re-Opening in 2020 but might not be Marriott?

TravelTime

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https://www.caribjournal.com/2018/1...il&utm_term=0_ea4e1e4090-8e2bbe2e87-189668261

The Frenchman’s Reef & Morning Star Beach Resort in St Thomas, which was badly damaged during last year’s hurricanes, will reopen.

The 502-room property, the largest hotel in St Thomas, is likely to open in 2020, according to DiamondRock Hospitality, the REIT that has owned the property since 2005.

DiamondRock vice president Bill Tennis confirmed the hotel would reopen in the first quarter of 2020, a reopening that will include new hurricane proofing, an expansion of the pools and public spaces and an upgrade of the Morning Star portion of the property to a “premium” resort.

“When completed this will be a very significant investment by DiamondRock in the Territory,” Tennis said.

The property had been operating under the Marriott brand; it’s not clear if the brand will return when the hotel reopens.

The property had been a fulcrum of St Thomas’ tourism industry, with around 270,000 guests per year and an economic contribution of $100 million each year.

Its importance to our economy cannot be overemphasized,” said US Virgin Islands Governor Kenneth Mapp. “Accordingly, my Administration has worked with the owners of Frenchman’s Reef to craft a public-private partnership that will allow the resort to rebuild, renovate, and return to operations better than before.”

That will include legislation giving resorts, including the Frenchman’s Reef, the ability to impose an Economic Recovery Fee on their own facilities to raise money to rebuild or expand.

Mapp has sent a bill to the USVI Senate for legislation that would let hotels raise their overnight occupancy taxes up to 20 percent, with anything above the mandated 12.5 percent returned to the property to fund and recoup building costs.

Mapp also said the Frenchman’s Reef would be equipped to serve as a shelter in the event of future weather events.

“Large hotels like Frenchman’s Reef are excellent candidates for emergency shelters, because they have robust backup power generation, wastewater treatment, and other services that are critical in protecting people during storms,” Mapp said.
 
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SeaDoc

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It seems possible it may not return as a Marriott property. Time will tell...

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jimf41

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The biggest reason privately owned hotels want to affiliate with major chains like Marriott, Hilton, ILG is access to the reservation system. To me it's highly unlikely that Diamondrock will affiliate with another chain as only 3 of their properties are tied to Hilton, 19 to Marriott and the rest independent. Clearly they have a preference and I don't think that's going to change.
 

amycurl

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Maybe not a Marriott but another brand in the Starwood/Marriott family? If they are thinking upscale, I'm thinking it may come back as a Westin?
 

SeaDoc

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3 StarElite Vistana: 2 Westin Lagunamar-PLAT
Westin is a good choice, nice match up to the Westin st. John...

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TravelTime

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If it comes back as Westin, then it is coming back as a Marriott in sheep’s clothing.
 

dioxide45

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Wasn't it rumored at one point that it would return as a JW Marriott property?
 

MOXJO7282

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It would suck to lose the Marriott connection so i'm hoping it stays. I bought a 3BDRM FC gold with one strong positive being the Reef being re-built as a Marriott so the FC would lose a little of its luster if that were to happen and FC guests lost use rights.
 

caribbeanqueen

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I was thinking the exact same thing. I hate to lose another timeshare in the Caribbean, we need more.
Changing over points for reward points isn't worth it!
 

TravelTime

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I was thinking the exact same thing. I hate to lose another timeshare in the Caribbean, we need more.
Changing over points for reward points isn't worth it!

I am not sure this will affect the timeshare side. It has not seemed to affect timeshares anywhere else when hotels change brands.
 

dioxide45

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I am not sure this will affect the timeshare side. It has not seemed to affect timeshares anywhere else when hotels change brands.
Worst case is that the timeshare guests may lose certain privileges at the hotel property. Though the timeshare owners at those shared properties are paying for that privilege in their MFs anyway. It isn't free usage of the pools and facilities. Even if another brand, the hotel can probably rely on some food and beverage traffic from the Cove.
 

bazzap

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Our experience at other resorts where the hotel has been rebranded to a non Marriott is that not only can you lose some privileges but also it can result in higher MFs.
At Club Son Antem in Majorca the hotel has been rebranded several times since Marriott lost the management agreement and for example the new management company did not want to pay for the same level of security for the shared resort, but MVC wanted/needed to maintain it so had to pick up a larger cost, similarly with other shared services.
This was then reflected in MF increases, so I definitely see it as a negative.
 
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NYFLTRAVELER

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If it isn’t a Marriott it will take away a great deal of the draw to Frenchman’s Cove. While nice, the ability to use Frenchman’s Reef facilities (pool, beach) and dining made what is otherwise a very small resort worthwhile traveling to for more than a couple of nights.
 

bazzap

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If it isn’t a Marriott it will take away a great deal of the draw to Frenchman’s Cove. While nice, the ability to use Frenchman’s Reef facilities (pool, beach) and dining made what is otherwise a very small resort worthwhile traveling to for more than a couple of nights.
It is quite possible though that the hotel may retain Marriott branding, but just be operated in future by the other company under franchise as they do at some other locations.
 

dioxide45

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It is quite possible though that the hotel may retain Marriott branding, but just be operated in future by the other company under franchise as they do at some other locations.
Correct, just because there is a different operator it doesn't mean they won't use the Marriott brand under license.

A DiamondRock spokesperson said a decision on the hotel's branding has not been finalized.
 

Wally3433

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I am skeptical of any renovation plans for this property. Prior to the hurricane damage, the resort was no where near Marriott standards. I was thinking to myself at the time we visited that it was a teardown project, not a renovation. Now it's been sitting there decaying in the tropical weather for years. Not ideal. Marriott might be in the same boat - waiting to see what the resort looks like before getting back into managing the project. It's obvious there is a lack of trust somewhere in this equation.
 

Fairwinds

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If it isn’t a Marriott it will take away a great deal of the draw to Frenchman’s Cove. While nice, the ability to use Frenchman’s Reef facilities (pool, beach) and dining made what is otherwise a very small resort worthwhile traveling to for more than a couple of nights.

I suspect the only thing we would lose is the use of the pools. The beach is public and dining is always open to all. Charging to your villa may be a different story.
 

GregT

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Aren't these two hotels? Frenchman's Reef and also Morningstar? The article seems to indicate the Morningstar will be upgraded to the premium hotel.

Do we have any examples where a hotel is a Marriott and an adjacent property is a luxury brand?

Interesting -- will be curious to follow the evolution. I also prefer timeshare properties where an adjacent hotel amenities are available for use.

Best,

Greg
 

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dioxide45

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I think we knew that already. They key is, what brand will be on the hotel. It can be operated by another hotel operator (many Marriott properties are), but still be under a Marriott brand. It seems the brand is yet to be decided.
 

bazzap

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I think we knew that already. They key is, what brand will be on the hotel. It can be operated by another hotel operator (many Marriott properties are), but still be under a Marriott brand. It seems the brand is yet to be decided.
True, we only know now that it will not be a company-operated hotel, it may well still be a franchised Marriott branded property.
It would have been more reassuring though if this had been what was announced rather than just the new Management company with uncertain hotel branding.
 

MOXJO7282

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True, we only know now that it will not be a company-operated hotel, it may well still be a franchised Marriott branded property.
It would have been more reassuring though if this had been what was announced rather than just the new Management company with uncertain hotel branding.
You never know what could happen here. Really not a huge loss if we can't use pool and get points in the grand scheme of things. Overall it will just be nice to have a quality establishment to eat at and use the beach if that is the worst case.
 

jwalk03

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Looks like it will be a Westin along with Morningstar becoming Seaborn as an Autograph Collection Hotel.

 
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